T: @DuaneBrown

AdWords Cross Account Conversions for My Client Centre (MCC)

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This isn’t a new feature, though it seems Google AdWords is starting to promote some of its lesser known features they think advertisers can use to make managing multiple AdWords accounts easier. Just a few weeks ago they reannounced Data Drive Attribution at Google I/Q and now I got a note for Cross-Account Conversions (set-up) in my account.

The idea behind AdWords Cross Account Conversions is that you’ll have one conversion tag for tracking your conversions across all your AdWords accounts instead of having a unique tag for each AdWords account you manage, which is great as I’ve 15 accounts broken down by country and one tag is better than 15.

You need to create your conversion tag(s) as you’d normally do (in your MCC) and then upload it to your site. Once you pass your look back window (default 30 days) for your old tags, you can remove the old tags and just keep the new one up. The reason you don’t want to remove the old conversion tags right away after putting the new ones up is you might miss out on conversions from people who came to your site in the last few weeks.

As a side note, you should look into getting Google Tag Manager setup, if you’re not currently using it.

Multi-Channel Attribution That Goes Beyond Last Click

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A few weeks ago I attended a conference in Portland, Oregon and had an amazing time (in Portland not the conference). Great food scene and tons of stores to do some shopping in.

However, a few of the topic sessions at the conference talked about attribution and moving us beyond last click (or even first click). Everyone seems to be very set on using position based attribution for their model of figuring out how to assign sales and conversions to different channels in their customer journey.

A quick primer on different attribution models. There are several types of attribution models:

  • Last interaction attribution model – This model assign 100% credit to the last interactions. Google Analytics uses this model by default. Also known as last click.
  • First interaction attribution model (popularly known as first touch attribution model) – This model assign 100% credit to the first interactions. This is what Google AdWords and Bing use.
  • Linear attribution model – This model assign equal credit to each interaction in a conversion path.
  • Time Decay attribution model – This model assign more credit to the last interactions before someone became a customer.
  • Position based attribution model – This model assign 40% credit to the first interaction, 20% credit to the middle interaction and 40% credit to the last interaction.

Using position based attribution while saying all first & last clicks  are the same value is odd. What if one channel is bringing in higher value customers with a higher lifetime value (LTV) than another channel. Isn’t that channel worth more to the business?

And if that channel is worth more, that starts to make any model you build utterly more complicated. Not to make anything more complex but Google also now has data driven attribution, which I thought was new but it seems to be something that Google Analytics premium customers have had for a few years now.

I don’t have all the answers but I know paid search drives a lot of top of the funnel conversions for clients I’ve had over the years even if that person converted from another channel on the lsat click. How much of that sale should paid search get is the question I still ask myself.

Global Study: The Connected Commerce Survey 2015

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DigitasLBi’s 2015 Connected Commerce study of retail trends reveals a significant rise in the use of connected devices. Consumers now use a total of 5 devices before making a purchase; a significant increase from the 2.8 devices reported in 2014.

This global reports shows not just a shift but a change in habits across 17 participating countries include Australia, Belgium, China, Denmark, Dubai, France, Germany, Hong Kong, Italy, India, Japan, the Netherlands, Singapore, Spain, Sweden, the United Kingdom and the United States.

Check out  the Connected Commerce Survey 2015 report or hit up Slideshare.

PwC Global Shoppers Report: Learn How 19 Countries Use Mobile To Shop

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What do thousands of shoppers around the world reveal about their shopping habits. PricewaterhouseCoopers (PwC) released their Total Retail, which has surveyed 19,000+ online shoppers in 19 different countries around the world on 6 continents. The reports shows how mobile is and isn’t changing retail and what the future of commerce, online & in-store, may look like.

 Yet, just 29% of our survey respondents overall currently envision using their smart phone as their “main tool” for purchasing (see figure 8 on page 16) and, despite the extraordinary global penetration of mobile phones and devices shown in figure 5 below, only 3% of our respondents chose them as their “preferred” payment method. Moreover, more than half of our 19,000- plus respondents have never used a mobile phone or tablet to shop (52% and 54%, respectively).

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What Should Our New Purchase Funnel Look Like?

Having moved back to Toronto two months ago and settled back into a rhythm. I’ve been meeting with a lot of brands, from online to retail and corporate, to chat about opportunities and how I felt my international experience can help grow a brand online.

One area that keeps coming up is the purchase funnel. If you spent your 90s in high school, like I did, than the picture below should be familiar to you. Pretty standard graph from your high school marketing or business class.

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However, the purchase funnel hasn’t changed in over a decade and it needs too. More brick-and-mortar-focused retailers are stepping up their online game and increasing the percentage of their sales that come from online channels, and Web-only retailers have been growing at an impressive clip, too. It’s a dog eat dog where out there in retail and everyone is fair game. What’s helping shift are:

The Top 5 Consumer-Driven Trends in Retail

Read more…

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